Interactive publication
Back to the catalogueAdvertising semanticsCase 15 of 22
Lookback window sensitivity
Audience size and composition for a 'visited store X' segment change substantially with the chosen lookback window (7 vs. 30 vs. 90 days); an undocumented or inconsistent window makes cross-campaign comparisons invalid.
Class
Case to account for
Affects
2 conversions
01
Detection
Segment definitions across campaigns/vendors reference 'recent visitors' without a stated day count, or day counts differ between compared segments.
02
Mitigation
01
Standardize and document the lookback window per use case (planning vs. measurement)
02
Never compare audience sizes across segments built with different lookback windows
03
Affected conversions
PointH3
OPENPoint+radiusH3
OPENMore in Advertising semantics
Bidstream truncationCarrier NAT / multi-family IP poolingCorridor boundary oscillationCross-device location stitchingDeclared resolution exceeds input accuracyDestination interestExcluded-area leakageFrequency across overlapping targetsGPS noise / boundary oscillationGPS-derived location accuracyHome location inferenceIP-derived locationLocation confidence scoringLocation interest versus presenceMixed-provenance channel bundlePhysical presencePooled location sources in delivery logsPublisher-declared locationRecent presenceTreatment/control contaminationWork location inference